Jun 6, 2007
Can We Agree What Insights are?
An insight is…
A consumer truth that hasn’t previously been articulated…
(Sue Frost)
Who’d have believed you could devote two whole days of an event to talk about ‘insight‘? Well, fresh from some of the sessions, our little group convenes for a 12 min roundtable to nail what insights are, how they can be recognised, and what’s needed to raise the bar on insights delivery across the whole sector
STARRING
- Johannes Hartmann, VP Consumer & Market Insights, Unilever Foods
- Peter Laybourne, Chairman, Fathom International
- Sue Frost, Director, Big Green Door
Recorded @ ESOMAR Consumer Insights ‘07
ESOMAR was kind enough to reimburse travel and accommodation expenses
Timeline [12m52s]
00m00s Intro.
00m46s The definition of ‘insight’.
01m44s Setting the bar high.
02m07s Spotting insights.
02m40s How can most agencies claim to provide insights when they are so rare?
03m57s How often do clients want insights from agencies?
04m49s Deciding whether a piece of research is likely to deliver insights.
05m40s The need for partnership between clients and agencies.
06m43s Courage – ‘you have to be brave’.
07m14s The need for training, role models and intuition.
08m47s Intuition needs to be traceable back to behaviour.
09m40s Johannes: it’s about consciousness and trust.
10m36s Insights should trigger an instant emotional response.
11m00s Measuring the impact of insights.
11m34s Using training, intuition and experience.
12m00s The panel’s call of action to the sector.
Notable Mentions
Authenticity.
Consumer insights.
Diageo.
GfK.
NOP.
Research International.
Wendy Gordon.
Music Theatrimus from the PMN
Thanks to Jo Bowman, freelance media and marketing journalist, for their dulcet tones in the intro and outro
Series:Events Series:ESOMAR Series:CI07
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